Yuexiu Property taps Burson-Marsteller China

8 May, 2012


Firm to help property developer expand nationally with evidence-based real estate expertise

BEIJING — Burson-Marsteller, a leading public relations and communications consulting company, was selected by Guangzhou-based Yuexiu Property Company Ltd. to lead its branding strategy and annual communications plan as the property developer expands its footprint across China. Burson-Marsteller China’s first project for Yuexiu was to develop a creative campaign in support of Earth Hour 2012.

This year, Yuexiu will celebrate the official launch of its flagship building, the Guangzhou International Finance Center (IFC).The developer’s national ambitions are represented in its soon-to-open high-end commercial and residential properties in Shenyang, Hangzhou, Wuhan and Yantai. In addition, the company will launch a communications program celebrating its 30th anniversary. As Yuexiu rapidly expands its geographic presence, Burson-Marsteller China will help tell the company’s story to a national audience using its strong history, business strategy and new, innovative properties.

“China’s property market is growing at an astounding speed,” said Chris Deri, Burson-Marsteller China’s CEO. “With the wealth of choices in the market today, differentiating the benefits of high-end commercial and luxury properties through well-researched and well-executed communications activities is more important than ever. Our team is ready to support Yuexiu’s growth through compelling and effective branding and communications services.”

“Yuexiu has ambitious development goals, and we are pleased to have Burson-Marsteller China as our partner during this exciting time,” said Zhu Chen, Deputy General Manager, Yuexiu Property Ltd. “We feel this team can be our partner throughout the process, from ideation and testing of a real estate branding strategy to the day-to-day campaign execution in traditional and digital media. We are confident their expertise, experience and nationwide network will contribute to our success in 2012 and beyond.”

The Yuexiu engagement adds to Burson-Marsteller China’s roster of property clients in Southern China. Over the past six years, Burson-Marsteller China has expanded its property practice to cover all markets in the industry - residential, commercial and industrial. The firm provides property clients with counsel and program development across the spectrum of public relations, brand positioning, digital media, media relations and integrated marketing.

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Craig Adams

About Burson-Marsteller
Burson-Marsteller, established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, reputation and crisis management, advertising and web-related strategies. The firm’s seamless worldwide network consists of 69 offices and 80 affiliate offices, together operating in 107 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Group, a subsidiary of WPP (NASDAQ: WPPGY), the world’s leading communications services network. To learn more about Burson-Marsteller visit www.burson-marsteller.com.

About Yuexiu Property Company
Yuexiu Property Company Limited (formerly "Guangzhou Investment Company Limited", "Company”) was listed on The Stock Exchange of Hong Kong Limited (HKSE: 00123.HK) in December 1992. Guangzhou Yue Xiu Holdings Limited (“GZ Yue Xiu”), the controlling shareholder of the Company, is a state-owned enterprise under the supervision of the State-owned Assets Supervision and Administration Commission of the Guangzhou Municipal People’s Government.

The core business of the Company and its subsidiaries (“Group”) is property development and investment, with a main focus in Guangzhou, People's Republic of China (“China”) and gradually expanding into the Pearl River Delta, Yangtze River Delta, Bohai Rim Economic Zone and Central Region. As at 30 June 2011, the Group had investment properties, properties under development and undeveloped properties with total gross floor area (“GFA”) of approximately 11.33 million square metres ("sq.m.").

The Group also holds a 35.58% interest in GZI Real Estate Investment Trust (“GZI REIT”), a Hong Kong collective investment scheme authorised under section 104 of the Securities and Futures Ordinance (Chapter 571 of the Laws of Hong Kong) and the first listed real estate investment trust in the world investing in real estate in China.

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